By: Madison Mainer
Let’s be real: you’re probably not coming back from South Korea with an empty suitcase.
Seoul has become one of THE destinations for fashion, skincare, beauty, and basically
everything currently taking over your FYP. But instead of filling your suitcase with things you
could have bought back home, this is your sign to shop Korean.
So, if you’re wondering where to shop in Seoul, what Korean brands are worth buying, or
what to add to your South Korea shopping list, we’ve got you.
Your wallet might not thank us, but your closet definitely will.
Gentle Monster: The Main Character
Splurge
If there is ONE store you need to visit while shopping in Seoul, make it Gentle Monster.
The Korean eyewear brand has become a global fashion favorite, but visiting one of its stores in Seoul is completely different from just ordering a pair online. Think less “sunglasses store” and more futuristic art exhibit that also happens to sell some seriously cool eyewear.
For the full experience, head to HAUS DOSAN in Gangnam. The multi-level space brings together Gentle Monster, Korean fragrance and beauty brand Tamburins, and dessert brand Nudake under one roof. Expect massive installations, unexpected displays, and plenty of places that deserve a spot on your camera roll.
This is definitely one of the bigger splurges on our list, but if you’ve been saving up for a South Korea souvenir you’ll actually use after the trip, a pair of Gentle Monsters might be it.
What to buy: Sunglasses or optical frames
Price vibe: $180 – $350 USD
Where to go: HAUS DOSAN, Gangnam
Gen Z verdict: Worth the splurge.
Olive Young: Your K-Beauty Olympics
On the complete opposite end of the budget spectrum, we have Olive Young.
If Korean skincare has ever appeared on your TikTok feed, prepare yourself. Olive Young is basically K-beauty heaven, with everything from skincare and makeup to haircare, body care and wellness products. And yes, there are Olive Young stores EVERYWHERE in Seoul. But if shopping is part of your itinerary, go bigger.
Olive Young N Seongsu is a massive beauty and health destination in one of Seoul’s trendiest neighborhoods. Beyond shopping, the location includes beauty experiences, exhibitions, a café, rotating pop-ups and spaces dedicated to discovering new Korean brands.The best part? You absolutely do not need a designer budget.
What to buy: Korean sunscreen, sheet masks, lip products and skincare
Price vibe: $1– $ 50 USD
Where to go: Olive Young N Seongsu
Gen Z verdict: Leave room in your suitcase. Seriously.
Marge Sherwood: The “Where Did You Get Your Bag?” Purchase
If your Pinterest board is filled with cool-girl shoulder bags, meet Marge Sherwood.
The Seoul-based brand is inspired by ’90s style and is known for bags that feel nostalgic, minimal and trendy at the same time. Basically, they’re the type of bags that somehow make jeans and a white tee look like an actual outfit. Even better, Marge Sherwood has its first Seoul flagship store in Seongsu, bringing together its signature bag collections and ready-to-wear pieces.
What to buy: Shoulder bags and mini bags
Price vibe: $120–$300 USD
Where to go: Marge Sherwood Seoul Flagship, Seongsu
Gen Z verdict: Your new everyday bag is waiting.
MUSINSA Standard: Korean Street Style Without the Designer Price
Guys, this one is for you too. If you want to understand what young people are actually wearing in Seoul, MUSINSA needs to be on your radar. MUSINSA has become a major force in Korean fashion, while its own label, MUSINSA Standard, focuses on affordable everyday essentials.
Think elevated basics, oversized jackets, trousers, denim, knits and pieces that nail that effortless Seoul street-style look without requiring your entire travel budget.
And this isn’t just a tourist discovery. MUSINSA Standard has become especially popular with Korea’s younger shoppers, making it a great place to pick up clothes you’ll actually wear when you get home.
There are multiple locations around Seoul, including major shopping neighborhoods like Hongdae, Gangnam, Myeongdong, Seongsu and Hannam.If you’re traveling with a boyfriend, brother or guy friend who has been patiently following you through Olive Young, congratulations. You officially have somewhere to take him.
What to buy: Oversized tees, trousers, jackets and everyday basics
Price vibe: $ 50 – $100 USD
Where to go: MUSINSA Standard Hannam, Hongdae or Seongsu
Gen Z verdict: One of the best stops for affordable Korean fashion.
The Seoul Shopping Rule: Save Before You Go
Our biggest piece of advice? Give yourself a shopping budget BEFORE you land.
Some of the best things to buy in South Korea are surprisingly affordable, especially skincare and beauty products. While Korean designer fashion can easily become your biggest trip splurge.
Pick one or two pieces you really want to invest in, then leave some room in your budget for the random Olive Young product, pop-up store or Korean fashion brand you didn’t know existed until five minutes ago.
Because trust us, you WILL find one.
Seoul isn’t just one of the best cities in the world for Gen Z travelers because of its food, nightlife and K-pop culture. It’s also one of the most exciting shopping destinations right now. Korean fashion and K-beauty have become global trends, but getting to experience the brands in the city where so much of that culture originates? That’s what makes shopping in Seoul different.
So bring the extra suitcase.
Actually, maybe bring two.
And if the only thing standing between you and your Korean shopping spree is getting to Seoul, ScholarTrip can help make that part a little easier. We help students and young travelers search for affordable flights around the world, so you can save more of your travel budget for the things that really matter.
Like that Gentle Monster purchase you’ve already started justifying.
Your future Seoul shopping haul will thank you.
